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П О С О Б И Е П О А Н Г Л И Й С К О М У Я З Ы К У Д Л Я С Т У Д Е Н Т О В Г У М А Н И Т А Р Н Ы Х В У З О В
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□ Words and word-combinations
1. libel —
юр.
письменная клевета
2. libel suit — иск о клевете
3. slander — клевета, злословие;
юр.
устная клевета, оскорбление
4. hatred — ненависть
5. contempt — презрение
6. ridicule — осмеяние, насмешка
7. to inflict injury — причинять вред
8. plaintiff — истец
9. money losses — денежные убытки, финансовые потери
10. impairment of reputation — нанесение ущерба репутации
11. humiliation — унижение
12. mental anguish — душевные страдания
13. malicious — злобный, предумышленный
14. negligent — небрежный, халатный
15. reckless disregard for — безрассудное пренебрежение к ч.-л.
16. arbitrarily — произвольно
17. inconsistent — непоследовательный, противоречивый
18. private figures — частные лица
19. highlight — основные моменты, факты
20. ramification of libel law — (части) ответвления закона о клевете
21. to commit libel — оклеветать, совершить поклеп
22. there may be grounds for a libel case — возможны основания для начала
судебного дела.
EXERCISES
1. Give English equivalents:
в рамках законности, создать орган и зац и й презрение, нанести ущерб
предприятию, денежные потери, унижение, общественные деятели, час
тные лица, основания для ч.-л.
Reproduce them in situations from the text.
2. Give Russian equivalents:
to tolerate smth, an excuse, accountability, to accomplish an illegal action,
identify, to tend to do smth, impairment of reputation, mental anguish,
т*гХ\оли\\%,
fox
otyv
Y
v
, to com m it \\be\.
\3se them in situations of your own.
3. Translate in writing:
1) The last paragraph of the sector Examples of Legal Problems
2) The first two paragraphs of the sector Libel and Slander
4. Give synonyms:
accurate facts, costly, real, top officials, negligent, to check the truth, mere,
ordinarily.
5. Give antonyms:
credible, believable, to conceal, reckless, false, recognizable, legal, negligent.
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W E L C O M E T O T H E W O S - D O F = J B L I C R E L A T I O N S
6. Answer the questions:
1) In what way must public relations writing be conducted to be effective and
persuasive?
2) What can careless work lead to?
3) Who are actions ordinarily brought against?
4) What should be done to protect oneself?
5) What are the actions for which one might be liable?
6) What is libel?
7)
What is slander?
8) What points must any plaintiff in a libel suit prove?
9) What is the test with public figures?
10) What must you be sure of if you quote a private figure?
11) May there be grounds for a libel case if the subject remains unnamed?
7. Us^ the following combinations in the sentences of your own:
misleading
8. Give the derivatives of the following words and use them in the sentences
of your own:
to tolerate —
to identify —
9. Make up your sentences with the following expressions:
to set up: a monument, a company, a government, a record, a principle.
10. Find in the dictionary some more expressions with the verb “TO SET”
11. Find in the text all the cases of Modal Verbs, translate them
and explain their usage.
12. Insert the prepositions:
1) The courts are inconsistent... this.
2) It often depends... the context.
3) Among the actions... which you might be liable are the following.
4) Any false statement... a person that is printed or broadcast and tends to bring...
this person public hatred, contempt, or ridicule or to inflict injury... his or her
business or occupation may be libel.
5) The test is whether the publisher... the statement was negligent... checking the
truth... it.
6) The test is whether the publisher... the statement knew that it was false or had
a reckless disregard... its truth.
untrue
damaging
credible
believable
to verify
to disseminate
to provide
to spread
П О С О Б И Е П О А Н Г Л И Й С К О М У Я З Ы К У Д Л Я С Т У Д Е Н Т О В Г У М А Н И Т А Р Н Ы Х В У З О В
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13. Explain the following statements:
1) The question of who is a public figure cannot be answered arbitrarily, and the
courts are inconsistent on this.
2) These few highlights only hint at the ramifications of libel law.
3) What you release is interpreted as the voice of management.
14. Topical questions:
1) Can you give an example of any ethical problems related to public relations
writing?
2) Do you remember any recent libel cases in this country or abroad?
15. Develop the following statements:
You are legally and ethically responsible for the information that you produce
and distribute.
16. Comment on the following statements.
Do you agree with them?
Prove your point of view.
1) To be effective and persuasive, public relations writing must be conducted
within a legal and ethical framework.
2) You cannot produce and distribute publicity material that are credible and
believable if you don’t have a strong ethical and professional orientation.
17. Give a summary of the text.
I
U N I T
TWO
□
__________________________________________________________________________________
Invasion of Privacy
In recent years, there has been a great increase in sensitivity to invasion of privacy.
Laws have been passed and lawsuits have been filed in an effort to protect the privacy
of individuals. In general, laws and lawsuits strive to prevent anyone from knowing
anything about an individual that individual does not want to be known.
Protection of employee privacy can create problems. People are interested in peo
ple, and most people are willing to have favorable things said about themselves. The
problem is to include the good things and avoid the others.
Much information to flesh out a story can be obtainecfby~asking questions of each
person involved, elicit facts that are interesting and favorable. After the story is written,
show it to the person mentioned. If he or she objects to anything, take it out. Once the
material has been approved, get the subject to sign it.
There may be times when a reporter will ask you for information about an employ
ee. In general, most companies have adopted a policy of merely confirming that a
W E L C O M E T O T H E W O R L D O F P U B L I C R E L A T I O N S
A
person is employed and in what position. You can also tell a reporter the date on which
the employee first joined the firm.
y-
Under no circumstances should you take it upon yourself to tell a reporter an
employee’s home address, marital status, or number of children,, nor should you reveal
any aspect of a job performance record.\If the reporter wants to know such things, the
best approach is to say that you will ask the employee to call. In this way, the employee
knows that an inquiry has been made and can determine what information is to be
divulged. It also lets you and the company off the hook in terms of protecting the
employee’s privacy.
Another way for a company to protect itself against employees’ invasion-of-priva-
cy suits is to have a standard biographical form that each one fills out. At the top of this
form should be a clear-cut statement that the information provided may be used in
company publicity and employee newsletters.
□ Words and word-combinations
1. invasion of privacy — вторжение в личную жизнь
2. to pass a law — принять закон
3. to file a lawsuit — предъявлять иск
4. to flesh out a story — собрать материал для сообщения
5. to elicit facts — выявлять факты
6. to approve the material — одобрить материал
7. to make an inquiry — сделать запрос
8. to divulge information — разглашать информацию
9. to fill out a form — заполнять бланк
10. a clear-cut statement — четкое заявление
11. newsletter — информационный бюллетень; информационное сообщение
(в форме письма, адресованного конкретной аудитории)
Releases for Advertising and Promotion
Using names and photos of people in advertising, product publicity, and promo
tions requires special handling and extra legal attention. These situations are not the
same as the “implied consent” that is given when someone poses for a news story in the
organization’s employee Magazine or newsletter.
The courts have consistently ruled that a person’s right of privacy is violated when
photos or names of individuals are published without prior
written
consent for commer
cial purposes or purposes of trade.
This situation reinforces the point that everyone whose picture, quote, or name is
being used in an advertisement or a sales brochure must give explicit written consent.
Courts have also ruled that product news releases are primarily for “purposes of trade”
and are covered under many of the same guidelines applied to advertising.
In addition to a signed consent form, individuals are usually offered a cash pay
ment. If the person is prominent, the fee may be large, perhaps thousands of dollars.
Celebrities and professional models, who are often used in advertisements, usually have
agents who negotiate substantial fees.
Signed consent forms and releases usually cover a specified period of time that the
person’s name or photo image can be used — as little as only six months or as long as
ten years. In the case of employees, it’s always wise to have materials dated.
П О С О Б И Е П О А Н Г Л И Й С К О М У Я З Ы К У Д Л Я С Т У Д Е Н Т О В Г У М А Н И Т А Р Н Ы Х В У З О В
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Consent forms for advertising can be complex. For most public relations purposes,
however, a simple release will probably suffice, and pads of standard photo release can
be purchased at camera stores. Your legal counsel may be able to provide forms tai
lored to your organization.
You do not need a release when the photo records a public event and a consider
able number of people are involved. But if that picture is later used for promotional
purposes and individuals are identifiable, you should have releases.
□ Words and word-combinations
1. promotion — продвижение товара на рынок, стимулирование сбыта (с ис
пользованием рекламы)
2. “implied consent” — “подразумеваемое согласие”
3. to pose for a news story — позировать
4. to rule — постановить (в суде)
5. to violate the right of privacy — нарушить право на невмешательство в
частную жизнь
6. a cash payment — плата наличными деньгами
7. substantial fees — значительные гонорары
8. to suffice — быть достаточным; хватать, удовлетворять
9. legal counsel — юрисконсульт
10. to provide forms — заготовить бланки (анкеты, образцы)
E X E R C IS E S
1. Give English equivalents:
ни при каких обстоятельствах, взять что-то на себя, предварительный,
гонорар, быть приспособленным к ч.-л., возражать против ч.-л., подтвер
ждать, заполнить бланк, позировать для ч.-л., охватывать период време
ни, одобрить материал.
2. Give Russian equivalents:
marital status, to reveal smth, in terms of, a clear-cut statement, to reinforce,
explicit, to suffice, sensitivity, to elicit facts.
3. Translate in writing:
The sector Releases for Advertising and Promotion.
4. Give synonyms:
substantial, merely, prominent, to purchase, to create problems, to obtain,
consent, primarily.
5. Give antonyms:
to reveal, identifiable, to be willing, favorable, interesting, complex, sensitivity,
to approve.
6. Answer the questions:
1) In recent years, there has been a great increase in sensitivity to invasion of
privacy, hasn’t there?
2) Can protection of employee privacy create problems?